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Morph the Web To Build Empathy Trust and Sales Case Solution & Answer

People process information in different forms known as “cognitive styles.” Some companies are starting to test Web sites that dynamically adapts to the cognitive styles of visitors so that visitors receive information in a style that is comfortable for them. For example, a Web site could “enable” to provide more technical details on a product to a user who has an analytical cognitive style, while a visitor who has a holistic cognitive style to receive information in a way that reduced the complexity. This “morphing” has the potential to increase the effectiveness of communication on the Web. A recent study of a website where consumers can buy the broadband services found that, when adapted or transformed to match the cognitive styles of individual web consumers, the company could increase the potential for purchase of 20%. In this study, the researchers first conducted a study of priming in which surveyed a sample of site visitors to directly identify their cognitive styles. After analyzing the preferences of visitors who visit the site, the site could infer a visitor clicks away what kind of cognitive style, he or she so adjust how information is shared on the site. Although there are many dimensions of cognitive style that could be used, the authors found that the following distinctions are effective: analytic or global, impulsive or deliberative, visual or verbal, and the leader or follower. From a technical perspective, morphing Web site is based on engine known as Bayesian inference methods and Gittins index. After studying the website morphing priming system continues to learn each additional visitors, so that the effectiveness of the morphing page strategy improves over time.
by
Glen L. Urban,
John R. Hauser,
Guilherme Liberali,
Michael Braun,
Fareena Sultan
Source: MIT Sloan Management Review
9 pages.
Publication Date: June 1, 2009. Prod #: SMR321-PDF-ENG
Morph the Web to build empathy, trust and sales solution for

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